Best Western reaches for the sky with Virgin deal

Staff at Best Western Hotels, which has its UK head office in York, decided to strut in front of the camera to mark a new business deal.

Yesterday, Best Western revealed that it had secured a global partnership with Virgin Atlantic.

The partnership allows members of the hotel group’s loyalty programme, Best Western Rewards, to collect Virgin Atlantic Frequent Flyer Club Miles to gain free flights across the world.

To celebrate, Best Western staff have recreated a Virgin TV advert with the head of marketing, Tim Wade, becoming a ‘pilot’ for the day.

The video has become a hit on YouTube.

Keith Pope, the director of Best Western, said: “The partnership between Best Western and Virgin Atlantic is a great strategic fit with the personality of both brands working well toge- ther.

“We worked on the deal in the British office based in York and thanks to the dedication of the team involved we have seen the partnership develop to a global scale with all international offices partaking in the scheme.

“The deal is a great opportunity for Best Western guests and is a real incentive for customers when deciding where to stay on business worldwide.”

The new version of Virgin Atlantic’s 25th anniversary advert was filmed at the Best Western Queen Hotel in Chester.

Paul Dickinson, sales and marketing director at Virgin Atlantic, said: “We are very pleased to be working with Best Western in this partnership which gives our customers more rewards and choice when flying with Virgin Atlantic.”

Last month, Mr Wade warned that a slow recovery in the hospitality industry had created a sharp divide between London and the struggling British regions.

Best Western’s promotional blitz has involved advertising on television for the first time, with the first 30-second clip appearing initially in the break in Coronation Street, as well as launching a social networking campaign, advertising in newspapers and relaunching its website, as it seeks to tap into a younger market.

The group marked the start of the campaign by dressing its head office, in York, as a circus tent with clowns and ringmaster.

Mr Wade said growth in the regions had been flat for two years but Best Western was bucking the trend.

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